Sprite turns up the fizz with Gen Z summer takeover across APAC

Sprite is heating up the summer across ASEAN and the South Pacific, but only to cool it right back down, with a regional campaign that blends Gen Z culture, real-time data and hyperlocal activations to deliver what the brand calls “ultimate refreshment”.

Rolling out in Singapore, the Philippines, Indonesia, Vietnam and beyond, the campaign is part of Sprite’s global summer push but with a distinctively local spin. Whether it’s through spicy food pairings, celebrity-driven beach takeovers or data-triggered digital content, Sprite is positioning itself as more than just a drink and is branding itself as the reset button for hot, high-energy moments. 

In Singapore, Sprite joined forces with McDonald’s to mark 26 years of the McSpicy by spotlighting the lemon-lime beverage as the ideal spicy sidekick. The collaboration featured a limited-edition smoky chilli mayo McSpicy burger and the opening of the McSpicy Museum, an interactive pop-up experience at Bugis Junction. Visitors explored different levels of heat through dynamic games and installations, ending each journey with a complimentary ice-cold Sprite to cool things down.

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Meanwhile, in the Philippines, Sprite took over Boracay’s White Beach during the peak ‘Love Boracay’ weekend with the Sprite Summer Playhouse 2025. With appearances by local celebrities Joshua Garcia and pop group BGYO, the activation transformed the beach into a branded playground, complete with giant slides, bungee zones, Sprite-branded paraws, DJ sets, and sandcastles stretching across the shoreline.

Visitors were also treated to giveaways ranging from parasailing rides to resort stays, as Sprite leaned hard into high-touch engagement and festival energy.

Over in Indonesia, Sprite is taking on heat and traffic with humour and fizz through its new campaign, "Million bubbles, million times more refreshing". Featuring a new campaign film starring an award-winning local actress, a social challenge, and a nationwide promo, the initiative offers a light-hearted take on everyday intensity. Consumers stand to win prizes such as electric cars and holiday packages, while the campaign reinforces Sprite’s role as a cultural connector with a chill twist.

In Vietnam, Sprite is rolling out its Summer Beach Festival to transform Da Nang’s golden coastline into a cooling zone for Gen Z. Designed as a multi-sensory experience, the activation includes live music, immersive brand installations, spicy food collabs with local eateries, and Sprite-branded houses serving up the signature fizz. The campaign will also hit other Vietnamese cities including Nha Trang, Thanh Hoa and Vung Tau.

Beyond physical activations, Sprite is using data to deliver refreshment in real time, whether it’s temperature-based mobile ads, AI-powered OOH banners or social-first content that appears when the heat index spikes.

According to parent company Coca-Cola, the campaign reflects the brand’s commitment to tapping into cultural rhythms and everyday moments while staying true to Sprite’s refreshingly no-nonsense DNA.

“We’re thrilled to bring the vibrant spirit of Sprite to the ASEAN and South Pacific Region this summer, because we know summer isn't just a season, it’s a feeling. Sprite is more than just a refreshment, especially when the heat hits hard," said Mark Dee, senior director of frontline marketing, east cluster, Coca-Cola ASEAN and South Pacific. 

"This summer, we’re levelling up with innovative experiences that celebrate the cultural pulse of summer, music, artists, and festivals that have always been core to Sprite’s DNA. All of it anchored by the crisp taste of lemon-lime to enjoy every moment," he added.

MARKETING-INTERACTIVE has reached out for more information. 

The Sprite campaign runs alongside other seasonal initiatives by Coca-Cola, including the return of its “Share a Coke” platform. Relaunched after more than a decade, the refreshed campaign is tailored to today’s generation of consumers, with an emphasis on digital integration and localised engagement.

While it retains the core mechanic of swapping out the Coca-Cola logo for individual names, the latest iteration is amplified through social activations and immersive experiences aimed at reaching Gen Z audiences seeking more personalised and tangible brand interactions, according to a statement seen by MARKETING-INTERACTIVE at the time.

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